Leisure travel is projected to reach $15 trillion by 2040, a shift outlined in a landmark Boston Consulting Group study. The analysis says the sector will triple in value from about $5 trillion in 2024, driven by rising affluence, evolving traveler motivations, and smarter digital planning. For Thailand, a regional tourism hub, this shift presents opportunities and new competitive pressures that require bold, tech-enabled strategies.
Thailand’s tourism has long fueled the economy, contributing a sizable share of GDP before the pandemic. Now, with domestic and regional travel expanding, Thai operators must rethink offerings beyond traditional beach getaways. Increasingly, travelers seek curated, purpose-driven experiences—wellness, culinary immersion, eco-tourism, and culture—while technology reshapes every step from inspiration to booking.
The BCG study draws on a decade of global leisure-travel data and its Traveler of the Future survey across 11 markets. It highlights a growing middle class in Asia as a key driver, with local getaways and regional trips rising in importance. By 2040, domestic travel is expected to account for the majority of leisure spending, while Southeast Asian regional trips could triple in value. International leisure travel should see substantial growth as well.
For Thailand, the implications are clear. Domestic trips are likely to remain dominant, but the country’s role as a transit hub and destination will attract more high-value regional visitors. As Thai households gain digital access and disposable income increases, demand for local experiences—especially food tourism, wellness retreats, and cultural activities—will intensify. Travelers are increasingly seeking experiences that are authentic, sustainable, and easily bookable.
Demographics are shifting as well. Growth is led by younger travelers from Asia-Pacific, including China and India, who are “mobile-savvy, socially conscious, and online-engaged.” Thai operators should tailor offerings and marketing to these cohorts, focusing on flexible itineraries, meaningful experiences, and digital comfort. Solo travel is rising, with a meaningful share of Asia-Pacific travelers exploring cities and cultural sites over traditional beach options.
Another notable trend is the rise of multigenerational and blended travel. Thailand’s own cultural calendar—large family gatherings, Buddhist holiday travel, and study tours—offers both logistical challenges and opportunities to deepen engagement with local traditions. The report also highlights the growing popularity of “bleisure” travel, where work trips blend with leisure. This creates demand for coworking spaces, reliable connectivity, and hybrid experiences.
Digital transformation is the real game-changer. Mobile-first booking, super-app ecosystems, and AI-powered planning are redefining how travelers discover and book trips. While AI tools can deliver personalized recommendations, they also pose a challenge to traditional travel agencies. Successful operators will balance AI-driven convenience with Thai hospitality, cultural relevance, and a human touch.
Destination marketing is evolving too. The experiences of Qatar and Saudi Arabia show how digital tools, influencers, and AI-powered apps can attract high-value travelers. For Thailand, a refreshed image centered on culinary excellence, wellness, and cultural immersion could amplify regional appeal. Thai authorities and industry players should invest in smarter traveler insights and data-driven marketing to stay competitive.
Culinary excellence remains a natural strength. Food tourism is a major motivator for travelers from China, Vietnam, and Indonesia, among others. Thai cooking classes, night markets, and culinary festivals are ripe for expansion, especially when paired with digital promotion and multilingual access.
Wellness and spiritual travel—already central to inbound tourism—will evolve. Operators should refine offerings, tailor experiences for domestic and regional tastes, and ensure easy online booking. Travelers now expect hyper-personalized experiences, flexible itineraries, and seamless logistics, with menus and services adapted to different languages and dietary needs.
The convergence of business and leisure—bleisure—continues to grow. In emerging markets, more than 70% of travelers plan to combine work and leisure, compared with a smaller share in traditional markets. This trend supports demand for modern coworking areas, fast connectivity, and hotel spaces designed for longer stays.
Practical actions for destination managers, airlines, and hotels include:
- Strengthen regional routing and diversify services to secondary cities.
- Increase fleet flexibility and implement AI-driven customer personalization.
- Create loyalty programs that cater to families, solo travelers, and blended trips.
- Ensure accessibility on AI-driven discovery platforms through structured data and local language support.
- Adapt hotel designs with coworking lounges, diverse dining options, and multigenerational amenities.
- Collaborate across tourism boards and operators to offer themed experiences—culinary trails, temple circuits, and wellness itineraries—packaged at scale.
- Leverage social media, targeted messaging, and influencer partnerships while maintaining cultural sensitivity.
Risk factors remain. Political and economic shifts—visa policies, exchange rates, and health events—could alter traveler flows. Thailand should monitor these macro trends and maintain agility. The Chinese outbound market, for example, demonstrates how changes in demand can affect inbound volumes and route planning.
Thailand can maximize opportunity through community-driven travel. Embracingภูมิปัญญาท้องถิ่น (local wisdom) and grassroots tourism can deliver authentic experiences that resonate with new archetypes. Programs supporting local makers, Indigenous guides, and small operators—paired with digital promotion—can sustain rural economies and broaden visitor choice.
Looking ahead, AI-powered trip planning may shift power toward localized and niche channels. Thai businesses—from large operators to boutique agencies—must elevate their tech readiness, including AI chat capabilities and seamless digital payments, to stay competitive. Upskilling staff in digital tools and multilingual service will be essential.
Policymakers and tourism boards should emphasize personalized digital offerings and responsible data use. As platforms collect more traveler information for tailored experiences, privacy and trust must be safeguarded.
For Thai travelers, the moment invites a renewed exploration of domestic and regional wonders. The rising emphasis on local and regional trips encourages discovery of less-visited provinces, festivals, and wellness destinations. Engaging with digitally savvy local businesses can ensure residents and visitors alike experience contemporary Thai travel at its best.
Recommended actions for Thai stakeholders:
- Prioritize digital innovation: AI, mobile-optimized sites, and multilingual real-time chat.
- Infuse experiences with Thainess, balancing authenticity and customization for diverse groups.
- Build direct customer relationships through digital loyalty programs and online communities.
- Explore regional collaborations—ASEAN and Mekong destinations—to capture intra-Asian travel growth.
- Prepare for macro risks via scenario planning and flexible operations.
The $15 trillion leisure travel opportunity is not just a boon for global giants; it is a call to action for Thailand’s tourism sector to reinvent itself for a diverse, technology-enabled, purpose-driven future. Agility, creativity, and a respectful blend of innovation and tradition will be the keys to thriving.